1. Library
Material de apoyo
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miércoles 23 de marzo de 2011
2. Insights:
10 principles by Johannes Hartmann
The speaker, Johannes Hartmann, Vice-President of Corporate
Marketing for Estée Lauder companies in Asia Pacific said that
companies should be able to distinguish insights from information.
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miércoles 23 de marzo de 2011
4. 1. Insight is a verb.
Insight is not just a noun. It is something that you have to do in the
continuous process. It also requires a time and big changes in a company.
moodvertising @moodvertising
miércoles 23 de marzo de 2011
5. 2. Insight is something that happens in you.
Insight means that something new is created in your brain. It gives you a
very positive feeling. Insight is a very surprising moment of something
that you haven’t recognized before.
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miércoles 23 de marzo de 2011
6. 3. Insight is not just about observation
Insight connects you with people and makes you feel doing something meaningful.
It’s much more fundamental than just an observation. Insight gives you a pleasure
and emotional gratification.
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miércoles 23 de marzo de 2011
7. 4. Insights are not about numbers
How can you measure peoples’ smiles? Sometimes these things that
really make sense cannot be measured.
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miércoles 23 de marzo de 2011
8. 5. Insights generation needs to be inclusive
Insight itself is not enough. It requires a process that involves people of a company. The more
people you bring in this process, the more effective the outcome is. Insight is not a separate
entity, but a part of a business process.
moodvertising @moodvertising
miércoles 23 de marzo de 2011
9. 6. Insights requires process methodology
It’s not just a methodology, but a methodology that is linked to a process.
To develop insights, you need to bring people together.
moodvertising @moodvertising
miércoles 23 de marzo de 2011
10. 7. Insights come from consumers, not from products
Rather than focusing on your product, you should think about consumer needs.
Think from a consumer perspective rather than from category perspective!
moodvertising @moodvertising
miércoles 23 de marzo de 2011
11. 8. Insights gathering
needs to connect first
and to persuade later
Listen first! In a search for
insights, try first to relate
to people
from the emotional side,
before you try to sell them
anything.
moodvertising @moodvertising
miércoles 23 de marzo de 2011
12. 9. Insights requires a holistic approach
Ask yourself: What is our business problem? What are the restrictions? What is the
competitive landscape? What is the context? Try to involve many people in insight research
and make them think more in consumer terms, rather than in methodological terms.
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miércoles 23 de marzo de 2011
13. 10. Insight is built on trust
You are dealing with human beings who need protection. So
try to establish and to maintain the trust.
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miércoles 23 de marzo de 2011
14. Principles to recognize insights
http://en.eyeka.net/2011/02/insights-10-principles/
moodvertising @moodvertising
miércoles 23 de marzo de 2011
15. Sí te gustó la presentación, compartila
con alguien que también la encuentre
útil e invitalo a unírse a Moodvertising.
moodvertising @moodvertising
miércoles 23 de marzo de 2011
